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Marketing Affiliates & Recruiting Members

Marketing Affiliates & Recruiting Members. A Collaboration of Texas Affiliates TESOL 2006 March 14, 2006. Factors leading to recruitment/marketing. Age of organization Age of members Professional resources Financial resources Shift in income resources

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Marketing Affiliates & Recruiting Members

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  1. Marketing Affiliates & Recruiting Members A Collaboration of Texas Affiliates TESOL 2006 March 14, 2006

  2. Factors leading to recruitment/marketing • Age of organization • Age of members • Professional resources • Financial resources • Shift in income resources • Competition with other organizations • Shift of state/government priorities

  3. Potential benefits of recruiting/marketing • Boost/maintain membership • Increase financial vitality • Increase professional vitality • Increase political clout • Promote development of regional professionals • Address shifts in income resources

  4. Potential risks of recruiting/marketing • Financial drain • Burnout/increased workload • Inconsistency of efforts

  5. Benefits of collaborative recruitment/marketing • Strength in numbers • Shared expertise • Shared effort • Shared financial resources • More fluent/efficient working relationships among affiliates • More renewal incentives

  6. Marketing Affiliates • Knowing your affiliate(s) • Knowing your market • Choosing appropriate promotional tools

  7. Promotional Tips • Mailings • Tax-exempt status application • Mailing lists • Emails/Personal calls • Web sites • TESOL Affiliate Profile • Brochures • Membership info in publications • Public service announcements • Directories • Organizations of interest

  8. Membership Recruitment • Creating database for personal contact • Cultivating relationships w/ decision makers • Running membership drives • Creating a “sense of belonging/ ownership” • Introducing new members incrementally • Advocating for (potential) members • Providing services

  9. Membership Recruitment • Publishing journals/conference proceedings • Announcing conferences through TESOL • Using TESOL/Affiliate Assembly resources • Collaborating with other organizations • Working w/ affiliates’ Council of Presidents

  10. Membership Recruitment • Establishing formal agreement through TESOL • Designating (collaborative) membership coordinator • Establishing chapters in remote areas • Keeping members once you have them!

  11. Recruitment/Marketing Plan • Market Analysis • Target audience, Competition, Market environment • Service Analysis • Description & Comparison • Marketing Strategies • Mission, Image, Marketing goals, Reality check & projection, Advertising/Promotion • Expenses & Implementation http://inventors.about.com/library/bl/toc/ blmarket.htm

  12. References and Resources • Ballenger,Bruce (1981). Membership Recruiting Manual, Northern Rockies Action Group (9 Placer St., Helena, MT 59601) • Ellis, Susan (2002). TheVolunteer Recruitment (and Membership Development) Book. Philadelphia, PA: Energize, Inc. • Lee, Jarene Frances & Julia Catagnus (1999). What We Learned (the Hard Way) about Supervising Volunteers : An Action Guide for Making Your Job Easier (Collective Wisdom Series). Philadelphia, PA: Energize, Inc. • Levin, Mark (1995). Membership Development: 101 Ways to Get and Keep Your Members. BAI, Inc. (www.baileadership.com) • Little, Helen (1999) Volunteers: How to Get Them, How to Keep Them. Naperville, IL: Panacea Press. • McBee, Shar (2002) To Lead Is To Serve: How to Attract Volunteers & Keep Them. South Fallsburg, NY: Shar McBee. • Rossel, Tony & Whelan, Rick (2004). Membership Retention: Key to Association Growth. Executive Update Magazine. (http://www.gwsae.org/executiveupdate/2004/May/retention.htm retrieved 02/20/2006) • Rusin, Jo Bryan (1999). Volunteers Wanted. Mobile, AL: Magnolia Mansions Press. (www.magnoliamansionspress.com) • TESOL (1998) Affiliate Leadership Handbook. Alexandria, VA: Teachers of English to Speakers of Other Languages, Inc. (This document is no longer published in hardcopy but can be found at www.tesol.org > Membership > TESOL Affiliates > Affiliate Leadership Area.)

  13. Bockmann, David (for the City of Seattle Department of Neighborhoods). The Secrets of Membership Recruitment. cityofseattle.net/neighborhoods/pubs/secrets.pdf . • NSNA. NSNA: The Sky’s the Limit: Membership Recruitment Guidelines 2005/2006. www.nsna.org/pubs/guidelines/guidemember_recruit.pdf Recruitment/Marketing: • Marketing Plan. Business Resource Software, Inc. http://www.businessplans.org/Market.html • What Are the Five Biggest Problems Facing Non-profit Associations, Sporting Clubs and Community Groups Today? Membership Growth, http://www.membershipgrowth.com.au Weblogs (Blogs): • http://www.ojr.org/ojr/images/blog_software_comparison.cfm (Blog Software Comparison Chart) • http://writing.berkeley.edu/tesl-ej/ej35/m1.html (A comparative review by Aaron Campbell, 2005) • http://esl.osu.edu/staff/bloch/weblog/index.htm (TESOL Electronic Village Mini-Workshop on Blogging) • http://tappedin.org (A blog for educational professionals, Tapped In) Wikis: • http://en.wikibooks.org/wiki/Wiki_Science:How_to_start_a_Wiki (How to Start a Wiki) • http://www.wikidating.net/index.php?title=How_to_Wiki(How to Wiki) • http://en.wikipedia.org/wiki/Comparison_of_wiki_software (Wiki software comparison) • http://en.wikipedia.org/wiki/Help:Editing#Basic_text_formatting (Editing, Wikitext examples)

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